Marketing Encyclopedia: Issues and Trends Shaping the FutureAmerican Marketing Association, 1995 - 348 стор. Change and challenge have always been essential parts of every marketer's standard lexicon. But in recent years the intensity of both has added two more words to most marketers' vocabularies: uncertainty and opportunity. The AMA Marketing Encyclopedia: Issues and Trends Shaping the Future was written to enable marketers to respond to the challenges of uncertainty and change that have become part of everyday existence and to capitalize on the opportunities those challenges present. |
Зміст
An Emerging Model for Emerging Markets | 7 |
Enviropreneurial Marketing | 17 |
Meeting the Supervalue Challenge | 25 |
Creativity in Marketing | 31 |
What to Do When Theres Not a Cloud in | 40 |
The Future of Positioning | 49 |
Getting It Right When Things Go Wrong | 59 |
Shaun P Gilmore | 66 |
Enhancing the Future | 175 |
The Many Views of Integrated Marketing Communications | 190 |
Making the Most of Your Customer Base | 200 |
Marketing Training Beyond 2000 | 209 |
Improving Marketing Productivity | 217 |
Section VI | 239 |
A Guide to Reaching the Womens Market | 248 |
Technology Marketing Grows Up | 255 |
Electronic Marketing 2000 | 73 |
Section III | 79 |
The Hierarchy of Customer Satisfaction | 85 |
Getting the Customer in Focus | 93 |
Building Customer Satisfaction from | 101 |
Service Blueprinting | 107 |
Section IV | 115 |
New Ways of Selling New Forces and Challenges | 122 |
Forces and Trends | 139 |
Telemarketing | 159 |
A Strategic Tool for the Travel Industry | 261 |
The Changing Seasons of Marketing | 271 |
Retailers New Competitive Weapon | 277 |
Multivariate Statistics | 284 |
Section VII | 297 |
ZeroDefect Marketing Systems | 316 |
About the Contributors | 329 |
About the Editor 349 | |
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